Public Relations and Hospitality go hand and hand but many hospitality industries have not seen how they should integrate PR in their brands. PR is how an organization presents itself to the publics, it is a process of communication. With the introduction of digital media PR has changed how it is practiced. This article will look at how the Sun International brand has used digital media to promote their brand and increase brand equity.
Sun International together with their digital agency filmed a series of short films targeted at the African based consumers. The films follow the experiences of the secret agent who is on the search for Sun International Million Thrills. The key is a metaphor for the group's online booking engine. They used an interactive YouTube video to execute their concept.
The objective of the digital campaign is to increase brand equity and increase reservations. The campaign looks at new ways for Sun International to interact with their consumers while showcasing their resorts. They find a way of making their consumers not feel obliged by giving them a choice of discontinuing the experience. The video is a virtual tour providing the user with the thrill and a journey of discovery.
What are your views on the Sun International digital campaign?
In PR we talk of innovations, this is exactly that. even though I think they should have done something of its kind a long while ago.
ReplyDeleteThis campaign was implemented in 2012, long ago...I know, but this is to show how PR has helped Sun International succeed in managing their brand up until this day. I believe that this campaign was the beginning of many more to come.
Deletei love their digital brand marketing strategy, its unique and entertains the viewer. PRPs should learn from this strategy
ReplyDeleteThank you Ms Bembe, I totally agree with you.
DeleteI think it is very clever of Sun International I like the way they sort of advertise their resorts in the movie a bonus from me is the hot nigerian actor Uche mmh eye candy
ReplyDeleteVery clever, they have a brilliant strategy. I also like how they get the viewers' attention by displaying their resorts and interacting with their customers. And yeah...Uche is hot hey. Good experiential branding.
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ReplyDeleteThe more reason why companies should be aware of the functions of PR in detail and should actually understand them,it is companies like Sun international that have made it big because they have PR personnel who come up with good integrated communication strategies.
ReplyDeleteVery true, I think some companies need to be educated about the importance of PR in order to follow on Sun International's foot steps.
DeletePeople see PR as a narrow field but it's actually broad and companies are being aware of it. Sun international is one of the biggest agency in the world and gives one many opportunities.
ReplyDeleteThe problem is, some companies did not see the importance of PR in their fields, but thanks to the new implemented strategies, it is growing broadly.
DeleteThis is all about having the ability to think rationally as PRP'S of a certain organization. the BLOG is so informational and helping people to realize the importance of public relations associated with ethical guidance for public relations practitioners.
ReplyDeleteI agree with you Nkateko, it has to do with strategic thinking and planning as well, PRPs will learn a thing or two from this kind of idea.
Deletethis is super cool please inform us of future events
ReplyDeleteThank you so much Mase, I sure will do that, I am more than happy to do so.
DeleteThe role of a PRP has not changed, digital media ia an addtional tool for comapnies to adapt.This is a nice blog i like it.
ReplyDeleteThank you Ms Magane, I'll keep up.
DeletePR IS A LIFE SAVER OF MANY COMPANIES AND ORGANISA.... NE..D NOT TO UNDERMINE THE ROLE OF PR.NICE BLOG NTWANA AND NICE PICTURES.
ReplyDeleteThank you Mr Mohlala, you know I roll like that.
DeleteThis is a brilliant move from Sun International's side. The digital way is definately the way to go and I personally applaude them.
ReplyDeleteI also do, they had a very brilliant way of putting digital marketing to work.
DeleteDigital media comes very handy if you are use it as a pr strategy, it consists of its own benefits that improve the success of a event/launch/film.
ReplyDeleteI like how it sells when it's being used wisely.
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